We had to drive a considerable percentage of the business efforts Triple-S did for one of its principal and most coveted properties, Seguros de Salud Triple-S Directo to the digital world.
This effort had to demonstrate that the proposed idea, strategy, media and tools where effective to improve usability and tool accessibility, generate “friendlier” content related to the services offered, and finally, implement a better lead attraction program of highly qualified prospects who were decided to make a purchase.
First, we researched some key behaviors in people who were looking for healthcare-related solutions. We researched their interests, how they searched, and how they processed the characteristics and benefits of the offered services, among other key insights. As a result, we realized that there were pockets of opportunities within the digital ecosystem that were not developed yet and we were prepared to take advantage of them.
As a first step, we created a pilot phase that included a landing page with basic information about the healthcare plans options the client wanted to test. This phase was launched with a conservative budget and was driven by a SEM campaign (search engines) designed to generate relevant traffic based on the user’s search context. We proved the effectiveness of all our efforts and gained a more comprehensive knowledge about the behavior and interests of the digital market that gravitated around the category.
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Results for the first phase were:
More prospect leads
Prospect to client
The results achieved during the first phase further solidified our proposal, which was now ready to be launched at a larger scale. This phase had a bigger budget invested in evolving the previous landing page into a comprehensive microsite with more service and product related content. We also redesigned the site and navigation structure to make it friendlier and more accessible for any mobile user.
We also developed lead generation tools with more a more refined focus for user’s knowledge and interests.